Özet:

In this study, the effects of customer loyalty and word-of-mouth communication on purchasing behavior have been examined. This study also aimed to understand whether demographic differences cause any significant difference on purchasing behavior of the customers. The data used in this study have been collected at Trabzon downtown by using face-to-face survey with 450 people. In order to ensure the validity and the reliability of the data, Cronbach Alpha Coefficient has been utilized. Analysis of the data was made using Factor Analysis, One-Way Analysis of Variance, t-Test and Multiple Regression. The results indicated that customer loyalty and word-of-mouth communication affect purchasing behavior. In terms of the demographic groups, the results revealed significant difference only in occupation

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